Chanel

Brand

Chanel is a Parisian fashion house founded by the late couturier Gabrielle “Coco” Chanel. The Chanel label has become one of the most recognized names in the luxury and haute couture fashion industry. Gabrielle "Coco" Chanel heralded new designs and revolutionized the fashion industry by going "back to basics", incorporating elegance, class, and originality. Under her lead from 1909-1971, Coco Chanel held the title as Chief Designer. In 1909, Coco Chanel opened a shop on the ground floor of the Balsan's apartment in Paris where she sold hats. During this time Coco Chanel struck up a relationship with Arthur Capel, a member of the Balsan men's group who saw the businesswoman in Coco. In 1913, Chanel introduced women's sportswear at her new boutique as her designs tended to be simple rather than opulent in look. By 1915, her fashion became known throughout France for its simplicity and Coco Chanel had managed to establish her reputation as a meticulous fashion couturier. 1921 saw the introduction of her first successful perfume Chanel No. 5 which went on to become one of the best-selling fragrances of all time. Earnest Beaux created the fragrance for Coco. Thus, Parfums Chanel was founded in 1924 by Pierre Wertheimer. That same year Coco also introduced her first costume jewelry which was a pair of pearl earrings, one black, one white. After a period away from Paris, Chanel returned after World War II in 1953 to find that fashion designer Christian Dior had now dominated the couture market. Coco re-approached Pierre for business advice and financial back-up and their re-collaboration paid off as Chanel became the top label in fashion again. Chanel re-introduced the "Chanel suit" and introduced the Chanel chain handled quilted leather handbags in February 1955 as well as her first eau de toilette for men, Pour Monsieur. Gabrielle "Coco" Chanel passed away on January 10, 1971 at the age of 87 yet she was still "designing, still working" at the time of her death. After her death, leadership of the company was handed down to Yvonne Dudel, Jean Cazaubon and Philippe Guibourge as the house saw average success. 1978 saw the launch of the first non-couture, prêt-à-porter line and worldwide distribution of accessories. Alain Wertheimer, Jacques son, took over in 1974 and revamped Chanel No.5 sales by reducing the number of outlets carrying the fragrance and investing in advertisements. Looking for a designer who could bring the label to new heights, he persuaded Karl Lagerfeld to end his contract with fashion house Chloé and join Chanel. In 1983, Lagerfeld took over as chief designer for Chanel as the number of boutiques opened grew. 1996 greeted the launch of Allure fragrance and due to its immense popularity, a men's version, Allure Homme was launched in 1998. Better success came with the purchase of Eres (a renowned swimwear label). While Alain Wertheimer remains chairman of Chanel, CEO and President Françoise Montenay brought Chanel into the 21st century. 2002 saw the launch of Chance fragrance, with a scent of surprise and glamour. Additionally, to please its younger followers, Chanel introduced the Coco Mademoiselle fragrance and an "In-Between Wear" in 2003. That same year saw such an immense popularity of Chanel haute couture. Overall, Chanel has touched many American and European fashion designers for her pioneering search for originality and simple perfection. As Coco once said, "A girl should be two things: classy and fabulous," Fitting, since that's the absolute embodiment of the label even a century after it was founded. Chanel to this day continues to prosper as a fashion house and label simply for its clean elegance and sophistication among those in and outside of the fashion industry.

Chanel

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